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Collapse of the Cupcake Fad Sends Crumbs Into Supermarkets

Crumbs’ ice cream cupcakes
Crumbs’ ice cream cupcakesCourtesy Crumbs Bake Shop

As last decade’s gourmet cupcake craze fades away, the 62-store Crumbs Bake Shop chain is shifting its energies from its own struggling outlets to sales through other retailers—and trying to cash in on another fad.

The company’s latest product to enter the grocery aisle is a croissant-doughnut hybrid dubbed the Crumbnut, which will be available at BJ’s Wholesale Clubs starting on Monday, alongside traditional cupcakes, giant cupcakes that serve 10, mini cupcakes, and cupcake-shaped ice cream cakes. If Crumbnut has a familiar ring, maybe you’re thinking of the much-hyped Cronut sold at New York’s Dominique Ansel Bakery, with long lines of eager patrons waiting outside the single store for almost a year now.